Reimagining a nearly 100-year-old brand for the #metoo era 

 

Miss America

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I was unexpectedly a part of turning around a nearly 100-year-old Miss America brand, in the wake of a scandal, to become a more modern, inclusive organization. Worked closely with the organization's new chairwoman, Gretchen Carlson, and a newly appointed board, to define the brand's new mission, vision, and values. Consulting recommendations included the removal of the swimsuit competition, redefining the DNA of the annual telecast, and establishing new foundations for the scholarship program. Insights uncovered were applied creatively to surface cultural misconceptions around the young women who participate, giving them credit for how impressive they really are.

 

Activities included:

• Wrote mission and vision on behalf of new board

• Stakeholder interviews

• Brand Asset Valuator Analysis

• Full rebranding and positioning 

• Briefing and creative definition for website, film, digital, etc. 

• Redefinition of scholarship program inclusions

• Reimagining of telecast programming & direction

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Agency: Young & Rubicam New York

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Cannes Lions Bronze PR, 2 Shortlist Glass The Lions for Change: Experience & Activation

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